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Email Volume Up 5%; Opens Highest on Saturdays, Sundays

by Lenna Garibian  |  
March 19, 2013

Email volume increased 5.4% in the fourth quarter of 2012 vs. the same period a year earlier, though volume levels varied dramatically by industry, according to the Experian Marketing Services 2012 Q4 email benchmark report, which also found that email open rates were on average highest on Saturdays and Sundays. 

Below, additional findings from Experian Marketing Services email study, based on campaigns conducted in the fourth quarter of 2012.

The travel industry recorded the largest increase in email volume during the quarter: Two-thirds of travel brands increased mailings, driving email volume up 21.4% YOY. (The category had a similarly large increase in the previous quarter.) Publishers (up 14.3%) and consumer products and services brands (10.4%) also recorded double-digit gains in email volume in 4Q12.

The media and entertainment and business products and services industries recorded double-digit declines in email volume in 4Q12 (down 17.0% and 11.1%, respectively).

Other findings issued by Experian for the fourth quarter:

  • Unique open rates increased 12.8% YOY, from 14.4% in 4Q11, to 16.3% in 4Q12. 
  • Revenue per email grew 8%, from $0.13 in 4Q11, to $0.14 in 4Q12. (Revenue per email on a quarter-over-quarter basis was up 30%).
  • Click-to-open rates fell 11.4%, from 16.2% in 4Q11, to 14.4% in 4Q12.
  • Bounce rates declined 27.9%, from 3.1% in 4Q11, to 2.3% in 4Q12.
  • Average orders rose 12.0%, from $160.99 in 4Q11, to $180.25 in 4Q12.

Mobile Driving Response Speeds

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Lenna Garibian is a MarketingProfs research writer and a marketing consultant in the tech industry, where she develops engaging content that builds thought leadership and revenue opportunities for clients. She's held marketing and research positions at eRPortal Software, GAP Inc., Stanford University, and the IMF. Reach Lenna via Twitter @LennaAnahid and LinkedIn.

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  • by Wanda Tue Mar 19, 2013 via web

    Interesting information, thank you. Are these metrics B to C oriented? Or does it also include B to B?

  • by Lynn Tue Mar 19, 2013 via web

    Great information. Do you have data on B to B? Last I read, Tuesdays were best on open rates for B to B.

  • by Edina Tue May 14, 2013 via web

    Hi, I'd also be interested to know if this is B2B or B2C data you refer to in your article. Thank you

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